SSPs Shake Up Fee Structures for Publishers, Offering Differentiated Access
Magnite and PubMatic, two major supply-side platforms (SSPs), are introducing new fees for publishers participating in programs like auction packages and supply path optimization (SPO). Magnite’s fees can range from 4% to 10% above open market rates, while PubMatic offers a subscription service granting publishers direct access to buyers and early product access. Although some publishers see these fees as valuable for driving more competitive auctions, others remain skeptical. Competitors like Index Exchange and TripleLift are not charging additional fees for similar curation services, raising questions about the value provided by SSPs’ fee-based offerings.
Google pulls the plug on uBlock Origin, leaving over 30 million Chrome users susceptible to intrusive ads
Google Chrome is transitioning its extension support from Manifest V2 to V3, which limits ad-blockers like uBlock Origin. The new Manifest V3 framework blocks remotely hosted code, impacting extensions’ functionality. As a result, uBlock Origin will soon be disabled on Chrome. A new version, uBlock Origin Lite, complies with V3 but offers fewer features, particularly lacking dynamic filters for advanced ad-blocking. The tool’s developer, Raymond Hill, notes that uBlock Origin Lite may not meet users’ expectations, suggesting they may need to find alternative ad-blockers or switch browsers.
Why Apple iOS 18’s ‘Distraction Control’ is deeply controversial
Apple is introducing a new Safari feature in iOS 18 called Distraction Control, allowing users to selectively hide unwanted website elements, such as pop-ups and ads. While beneficial for enhancing user experience, particularly for the elderly and visually impaired, the feature is controversial among publishers who fear it will make ad-blocking easier, threatening their revenue. Although ads will reappear upon refreshing or revisiting a site, concerns persist. Distraction Control will be available in iOS 18, iPadOS 18, and macOS Sequoia, launching next month.
Meta Is Opening Up A Smidge More To Third-Party Attribution
Meta is enhancing its ad system with AI-powered updates, allowing advertisers to customize business objectives and measure performance. A new feature, “conversion value rules,” lets advertisers optimize campaigns based on their definition of valuable conversions. Meta is also integrating third-party analytics tools, including Google Analytics and Northbeam, into its platform to improve measurement accuracy. Although advertisers may see higher CPMs, Meta expects overall advertising performance to improve. These updates aim to provide personalized optimizations and increase trust in Meta’s ad measurement, as advertisers can now connect external attribution data directly to Meta’s system.